Question 1

1. Find one (1) headline that you came across recently and thought it was great. You are to explain why it resonated with you. Please ensure that you base your answers only topics discussed in class. Meaning, based on course content discussed in class, you are to tie specific elements that we discussed constituted a “good” headline or “elements” of a good headline and how this specific element is referenced in the headline that resonated with you. (6 Marks) 

This line is called “The Key to Heatly Skin – Ceramide” I found this article on the official COSRX website. This is a cosmetics band.  

This article resonates with me because I have bad skin and am looking for solutions how to make my skin better. 

Right now, I will provide reasons and justifications if this headline “good” or “bad” 

First thing that we see that this talks about benefits and talks about problem in the positive way 

• The key to healthy skin – it refers to people who have bad skin, it resonates with them because they want to solve this problem. 

• Almost plain language of headline – this headline contains only one specific word that needs explanation. And this word is “Ceramide”. But this word will be explained in the article, what is this, how it works etc. 

(Ceramide is a lipid molecule that is essential for generation of water-retention function and barrier function) 

• “Ceramide” is a key word hear – give answer what can help to achieve “healthy skin”, probably article will contain more information about this “magic remedy” 

And now it is time to talk about negative features of this headline. Or what I would change in this headline.  

In my opinion, it could be better to make changes like these: 

• Question format – it helps to create more personalized headline; people will pay attention to headlines if it concerns you in any way.  

Example of new headline 

 “Is ceramide good for your skin?” or “How can ceramide make your skin healthy?” 

• Use numbers – numbers will stand out from letters in the headline, what can grab attention. Probably if headline contains number, it means that article will have certain quantity of sections (paragraphs).  Example of a new headline including number: “3 reasons to use ceramide for your skin” or “Perfect skin for 30 days with Ceramides” 

• Use superlatives – if you use words like “the best”, “worst” etc. in your headline it can increase interest in your headline, based on psychological facts of human beings. People always want to get the best and are afraid to get something bad.  

For our new headline we will use negative superlative because it is 30% more effective than positive superlatives.  

Example on new headline: 

“You make your skin worse if don’t use Ceramide”  

 The presence of the word “You” in headline makes headline more personalized.  

Here in this headline, we also can see “emotional trigger – fear”, because it literally says that if person does not use Ceramide, it can have harmful impact on her health. 

Question 2

2. As per the headline in Question #1, was the headline representative of the article? Please explain your reasoning in detail. (4 Marks) 

I’ve read an article, and I can say that headline “The Key to Healthy Skin – Ceramide” totally represents the content of article.  

Headlines include key words that are used in articles a lot of times words like “Ceramide”, “Healthy” and “skin”. (with help of these words can be created good keywords, that will have logical structure). It can be a good base for SEO.  

The purpose of this article based on the headline name is to educate people and provide information that will help them to solve a problem, if they read it, they probably have it. 

Idea of headline matches with main content of article. They tell us (promise) that they know what can help people to make their skin healthier. They provide information about what ceramide is in terms of biology, medical and cosmetic industry.  

Tell about its benefits, how it works, who can use it. 

They promised to give us a key, they did it, including all necessary information what we must know before acting. Because in this case we read an article to buy medicine that will help to make our skin healthier. 

 After descriptive sections we got a link to a product that might help us.  

Link of article: https://www.cosrx.com/blogs/skinsights/the-key-to-healthy-skin-ceramide?srsltid=AfmBOor-kJAoy25kYqUm97vpIrq0HwNgZaOJrRtDaQAzxQBkRglezrQ- 

Question 3

3. As discussed in class, why do you feel Headlines are so important in web content? Please provide me with an example of a headline you clicked on recently (submit the exact headline including a screenshot) and outline in detail why you clicked it. In question #1, I asked why it resonated with you. For this question, I am asking why you actually clicked on it. This cannot be the same headline as question #1 (8 Marks) 

Headlines are very important for web content because they are interlinked with each other. 

Headline is a cover of book called content. A headline gives us a hint or brief description about content on the website that we are going to read. 

A headline is something that catches a person’s attention and lets him understand if information from a website will be useful for him or not. (If the idea of headline matches with content of course). 

From the point of SEO, we can create a headline that will consist of words that can be used many times in our article and create a lot of sentences with logical structure. Good quality keywords can increase the ranking of our website in search engine.  

Headline that I clicked recently was “The Best Hair Mask to Nourish Your Hair” 

I clicked on this website because it was located at the top of organic traffic (I try do not to click on paid links anymore).  

The headline contains positive superlative “The best”, it also contains some type of promise, they say that with help of any mask from list that they provided on website my hair will be nourished.  

Why did I actually click on it? 

I want my hair to look better, and I am looking for products that can help to do it. Masks usually help to do it. I clicked on the website because they promised me that I would get information about the best mask.  

I expected to see a big quantity of masks with description for each, information about ingredients, how to use it, find mask that will match with my structure of hair, information about price and maybe feedback that can help me to ensure that if I buy this product, it actually can help me.  

This is what I expected to see on the website when I read the headline “The Best Hair Mask to Nourish Your Hair”. If they provide “the best” it is not only about products what they present but also about content, it includes how they present this product.  

Would I change this headline? 

Probably not, this headline looks not bad, only this that I could edit it to add number.  

Why? 

I expect to see 10 different masks in the article, but if I open it and it includes only 3 masks, it does not match my expectation, the probability that I will find something useful for myself is decreasing.  And If I do not find anything I will visit another site.  

(Original article contain 10 masks, answer for question “Why?” is just an example)  

A new example of Headline  

“Top 10 best hair mask to Nourish your hair” 

Question 4

4. Now you are going to apply what you have learned in class. As per the class discussion, please provide me with three different headlines for the story (article in Question #3) and outline your reasoning(s) and explanation for each. Please ensure you base your answer on the different elements of headlines we spoke about in class. Please go into detail for each. (12 Marks) 

Headline #1  

“Top 10 best moisturizing hair masks with tips” 

I’ve created this headline based on the content of the article, providing a bit more details for the user. It will help him better understand will he find something important or not. 

This headline includes  

• Number – as mentioned a couple times before numbers in headline are important because they stand out from letters in our headline. It grabs attention, probably content of website has a good structure (include separate sections and it makes it more readable)  

• Include positive superlatives – using words “the best” attract person attention, it is related to human beings, as mentioned before, people always looking for something better, because they deserve it.   

• Interact trigger – our headline says that article includes tips that might help to take care of hair. 

• Benefits trigger – this headline contain words “moisturizing hair masks” that is exactly what we are looking for, this is our benefit, we want to get good hair with help of this mask (or one of mask included in the article)  

Why might people click on the link? 

• If it is in the top of search engine (and appears as first website on the page) 

• If it covers their needs and wants (in our case, they have dry hair) 

• If they are looking for extra information (we provide not only details about masks for hair but also tips how to take care about hair)  

Headline #2 

“Top 10 masks and tips to turn your hair into silk” 

I’ve created this headline including some of details that are essential for good headline we have: 

• Number – stands out from letters in the sentence, grab attention, person has clear understanding what she can expect from this article, in our case, she expects to see 10 different masks for hair. 

• Game of words – this headline includes plain language with element of unique combination of words that might seem unusual at the first glance, words “Turn your hair into silk” can grab person’s attention based of extraordinary meaning of the sentence.  

• Interact tips – person will get not only information about masks but also tips on how to take care of hair. It also increases person’s curiosity, and she starts to ask herself “what tips it can be?”, “will be it useful?” etc. 

• Benefits – a person’s goal is to get a mask, and we say that we have it and are ready to provide details about masks and even more. 

• Personal message – using words “your hair” helps to make headline more personalized, so person thinks that this message addressed to him.   

Why might people click on the link? 

• If our website is located at the top of search engine. 

•  It covers her needs, she wants her hair to look good that’s why she is looking for a special mask 

• This article includes more than a person expects, she is ready to read it because she expects that this information, in our case, are tips for hair treatment, will be useful for her.  

Headline #3 

“If you do not want to have a bad hair, use one of these 10 masks” 

This headline includes certain tips that will help to make headline to look “good” 

• Emotional trigger – first sentence includes emotional trigger, it literally says that i you do not use one of these masks you probably have bad hair, do you want to have bad quality hair?  It starts triggering person increase negative emotions, like anxiety what can have bad impact on person’s self-esteem. (and health to). If a person sees this headline probably, he or she has some problems with the quality or condition of her or his hair.  

• CTA – this headline also contains a certain call to action “use one of these masks”, with first sentence with negative impact (or negative information) she immediately will start look for solution, that’s where our CTA plays role. 

• Number – again number stands out from the letters in the headline and maybe grab person’s attention   

• Benefits – from the beginning a person sees what exactly she or he is looking for, looking for masks. 

Why might people click on the button? 

• Our website is located at the top of the search engine 

• Emotional trigger + call to action = click on the link  

• Contain information that can be important for person 

COMMON FOR EACH HEADLINE  

Each headline contains key words that can be used in developing of SEO, we can use these words when create content, create good quality long keywords can be one of the reasons why your website can have higher ranking in search engine. 

Question 5

5. Create a headline for an article about the SCC Advertising Program targeted to local graduating high school students. I am specifically not telling you what to do or the questions that need to be asked. Please provide the following: 

a. Provide the headline 

“First day at college – 100% job guarantee with St. Clair Advertising Program” 

b. Provide an overview of the elements missing in the instructions required for this task.  

Lack of specific information, for example, 

What do we offer?  

What is our purpose? 

Is this headline for web or social media post? (What is our platform to be more specific) 

What elements better to use to create good headline? Can we choose these elements by referring to our own expectations and preferences?  

c. Explain the headline you created, why, and any other reasons/justifications you need to provide to me for the headline you created. (6 Marks) 

To do this part of assignment I will rely on my knowledge about St.Clair advertising program, (headline for this task part “A”, also was created rely on my perception and knowledge about program)  

• Plain language – easy to understand words, include bunch of important of important information “where – at collage”, “what – 100% job guarantee”, “who – St.Clair advertising program” 

• Numbers – include “100%” it stands from other words in sentence, what attract attention.  

• Include promise – if you are part of an advertising program at college and if you attend all lectures and do all assignments you do not have to worry about job, you already have it, we give 100% guarantee. Just follow the rules  

• Main audience students after school – “first day at school” rely on logic usually students how are about graduate from school are going to college or universit. (In general)   

Emotional trigger – safety (tranquility) – by including promise person do not overthink that something can go wrong.  !

Question 6

6. You are to create a headline about the 2 nd year digital classes in this program. The audience will be 1st year students. Please provide the headline and your reasoning behind it. (4 Marks) 

Headline 

“Don’t wait or will be late. Time management is a key element at the second year of Advertising Program” 

Elements, reasons and justification: 

• Emotional trigger – fear – “do not wait or will be late”, if you are late, you miss something, don’t do your work well, overthink and stress, fear and anxiety appears in your mind.  

• Promise (solution) – we promise that you can avoid this negative experience if use your time wisely.  

Benefit – good time management can bring you success.

Question 7

7. You are to include all WordPress links for this assignment. You are to setup a category on your server installed WordPress blog called “Assignment #2” and create a new post for each answer. You are graded for this setup. (2 Marks)